The "Life Elevated" 
campaign was to highlight the four-seasons of adventure Utah had to offer. The 1979 Jeep Wagoneer was bought on Craigslist.com and was the centerpiece of the $3.2 million advertising campaign.Reminds me a lot of the Jeep Wrangler Unlimited overloaded backpacker theme we did a while back at BBDO-Detroit.
Another similar VW ad cleverly used a competitors vehicle loaded down to show the possible benefits of their voluminous, box-shaped VW Station Wagon.
Love the line, "So every time they make a conventional station wagon, they also make a swell little ad for the Volkswagen Station Wagon.
Utah Road Trip YouTube Video by utahtourism.
Article about the campaign by automotivetraveler.com.
Brandon Knowlden Blog.